Using an alternative to Accident and Emergency (A&E) when you aren't seriously ill could mean that you end up waiting less time to receive care. It will also leave emergency services to those who need them most. A&E and 999 are for life-threatening and emergency conditions only, such as heart attacks, strokes and serious injuries.

As part of the campaign materials there is a patient leaflet and also a Choose Well app which is free to download on Apple and Android devices through Apple Store and Google Play. The app is available not only in English but also Turkish, Polish and Somali. The app helps people decide what service they need and where to go to access it. The names, locations and opening hours of every pharmacy, GP surgery, walk-in and urgent care centre and hospital A&E in Enfield, Barnet and Haringey are included on the app along with a locator map showing where the nearest service is.